Chapter 18 – Visual Merchandising and Display
Visual Merchandising - coordinates all of the _____________________ in a place of business to project an
_________ to customers (entire business)
goal - _____________________ to a business and keep them coming back
Display - refers to the visual and artistic aspects of presenting ______________________ to a target group of
customers to encourage a purchase (product)
Elements of Visual Merchandising
1. Storefront
2. _______________
3. Store Interior
4. Interior Displays
Storefront - includes a store's sign, _______,marquee, outdoor lighting, banners, planters,________________,
and ambiance
 Signs - designed to attract _____________, advertise a business, and project brand identity
 _______________ - canopy that extends over a store's entrance
 Entrances - designed for customer ______________ and store ____________
 Window Displays
Store Layout - refers to ways that stores ____________________ to facilitate and promote sales and serve
customers
 __________________ - used for interior displays, wall and floor merchandise, product
demonstrations, sales transactions, aisles
 Storage space - for items kept in _____________ or stockrooms
 Personnel space - allocated to _______________________ (breaks)
 Customer space - designed for the _________________________________ of the customer (sofas,
coffee shops, recreation for children)
Store Interior - include a stores decorations, mannequins, props, fixtures, color, sound and lighting
 Graphics and signage - important in today's _______________ environment
 Background ______________________ in stores can set a mood
 Different colors and schemes appeal to ________________________
Interior Displays - show ___________________, provide customers with information, encourage customers to
shop, reinforce _______________________, and promote a store's image
1. Architectural Display
2. ___________________
3. Open Displays
4. ___________________________ (POPs)
5. Store Decorations
____________________ Display - model rooms that show customers how merchandise can be arrange in their
homes
_____________Displays - allow customers to see but not handle merchandise without assistance from a sales
person (jewelry, electronic devices)
Point-of-Purchase Displays (POPs) - ________________ that serve as consumer sales promotion devices
 Interactive kiosks - ______________________ displays that are free-standing, full-service retail
locations
Store Decorations - displays that may coincide with ______________________
Chapter 18 – Visual Merchandising and Display
Display Design and Preparation
Step 1: Select _________________ for Display
Step 2: Select the ______of Display
 One-item display - best for a _____________ product promotion (iPod)
 Similar-product display - show one kind of product but feature _________________, sizes, or models
(cameras)
 __________________ display - features products that are meant to be used together (shirt and pants)
 Assortment (Cross-mix) display - feature a collection of ___________________ product lines (bargain
appeal)
Step 3: Choose a Setting
 Realistic - depicts a room or area with ______________
 Semi-realistic - suggest a room but leaves details to the _______________________
 __________ - does not imitate reality
Step 4: Manipulate the Artistic Elements
 Lines - various types of lines create ________________________
 straight - stiffness and _____________
 _________ - freedom and movement
 diagonal - action
 vertical - project height and _________
 horizontal - _______________
 Color - important because they can ________________ engage a customer
 ________________ - illustrates the relationships among colors
o complementary colors - ______________________ on the color wheel and create high
contrast
o adjacent colors - _________________ ______ on the color wheel and share the same
undertones
o __________ colors - involve three colors equally spaced on the color wheel (red, ________,
blue)
Step 4: Manipulate the Artistic Elements (cont.)
 _________ - displays that resemble squares, cubes, circles, and triangles, mass displays (no distinct
shape)
 Direction - directs the viewer's eye to the merchandise
 ____________ - smooth or rough
 Proportion - relationship between and among objects in a display
 Balance
o __________ balance - __________ item on one side of display placed with another equally
__________ item
o Informal balance - ___________________ items offset with one large item
 Motion
 Lighting - display lighting ________ times stronger than general lighting
Step 5: Evaluate the Completed Display